CASE STUDY
Media Mix Testing Generates Incremental Customer Growth
BACKGROUND
Media
- Paid Social
- Paid Search
- TV
- Streaming/OTT
- Radio
Strategy
- Audience Design
- Test Planning
- Messaging Strategy
THE CHALLENGE
Drive New Customers in a Highly Competitive Industry
Despite its unique position in the market, Papa Murphy’s is seeing increased competition and changing consumer preferences with their target audience of household food decision makers. As the company approached its most critical fall and winter sales seasons, they set sights on driving new customers – and they needed it done fast.
Theorem took over digital and traditional media for Papa Murphy’s in 2019 with the goal of growing incremental sales in the Portland/SW Washington market.
Results
24% Comp Sales Lift YoY in Q2 2020
26% Comp Sales Lift YoY in Q3 2020
Increased Media Mix Cost-Efficiency
THE Solution
Reshaping Media Mix to Grow Incremental Customers
Our strategy for increasing sales focused on shifting their media mix to prioritize audience expansion by broadening reach (over frequency) and tapping into younger demographics of potential customers.
This involved a measured shift away from the company’s heavy traditional mix, toward testing new, more efficient digital platforms. In order to accomplish this quickly, we developed a go-to-market testing plan that yielded immediate sales lift within the first 90-days, while mitigating risk during peak season for Papa Murphy’s.
Theorem knows how to perfectly activate our media plan to optimize every dollar. Their team is a hard-working group of specialists in digital, traditional and social and they know how to orchestrate all of the channels to work together and connect with our pizza buying audience. Since Theorem took over our account we’ve seen a 15% increase in sales this past year.”
THE Solution
Testing Plan Drives Sales Lift Within 90-Days
Prioritize Reach Over Frequency
Expanded audience targeting through reducing overlap between programming/stations.
Target Incremental Customers
Shifted funding to YouTube focusing on targeting fans of direct competitors.
Cater to stay-at-home environment
